Ad Copy: The Mechanics of Miraculous Ad Writing

“When his ad writer is a poet, the business owner will be a king.” – The WizardAs business owners, we all want to be the king of the castle. We desire, more than anything as professionals, to be at the top of the mountain within our industry kingdom. But that mountain can be a tough one to climb. In fact, there can be a variety of obstacles in our marketing and advertising wake that can be as ugly as ghouls and goblins. So, how do we persevere? How do we create advertising miracles? It’s simple: through the power of words. Words outwit even the biggest, scariest monsters. Words will win the hearts of your kingdom— as long as you use them wisely. In this article, we’ll teach you how the very mechanics of miraculous ad writing, so you too can wield the power of words and become the ruler of your industry kingdom.

What is Ad Copy?

Ad copy is short for advertising copywriting. It’s the ad message, the sales pitch, the powerful words that will convince your prospect to purchase your product or service. Ad copy is all of the creative, persuasive and poetic writing used for everything from television commercials to social media posts with the end goal of converting a lead into a customer. Many businesses hire advertising or marketing agencies to write ad copy where creative teams work on ad copy and concepts, graphic artists design ad layouts, account planners conduct consumer research and media managers negotiate ad schedules.

What is the Purpose of Ad Copy? How Does it Work?

As we’ve touched on earlier, ad copywriting is designed to engage and persuade your target audience to take action. Whether that involves purchasing your products or services, subscribing to their email newsletter, joining a membership etc. When you have miraculous ad copy, it should put a kind of spell on your audience. It should make them feel as if they are invited to a secret club, one that they want to be part of. If you’re in need of spellbinding ad copywriting, contact Wizard of Ads®. Our talented team of advertising and copywriting experts has been transforming dreamers into millionaires for over 20 years.

How Do You Write “Miraculous” Ad Copy?

To write not just good ad copy, but creative ad copy that bewitches your audience into joining your kingdom, there are important mechanisms involved. So, without further ado, here are the 10 mechanics of miraculous ad writing from The Wizard himself.

1. Be Clear with Your Goals

To write great ad copy, you first need to be clear with your goals. What are you ultimately trying to achieve with your ad? What is the key benefit you want your ad to communicate? For example, if you are selling a product that will make people's cars go faster, your ad should center around its speed. Once you are clear about your goals and the message you want to communicate, you’ll have the foundation to write copy that not only appeals to your audience but drives them to take action because they know exactly what you’re giving them.

2. Deliver a Clear Message

No one likes to waste their time reading a message that could easily be short and to the point. Your audience doesn’t have time to read a long obscure advertisement. They want to find out the value almost immediately. If they don’t, they will lose interest and leave. So do yourself a favor and make your ad copy as specific and easy for your audience as possible. It also helps to be prepared with answers for common questions or objections upfront. Powerful statistics and facts are always great ways to boost your credibility as well. Consumers love getting the wow factor as it stirs up excitement and inspiration.

3. Target Your Audience

Without knowing who your target audience is, you won’t be able to write ads that have a clear message for generating leads. To find out what your target audience is, ask yourself these questions:

• What kind of people want/need your product?
• Where do they spend their time on social media?
• What type of content gets them to engage with a brand or product?
• How much are they willing to spend on your particular service/product?

You can also turn to your existing customers and find out why they have chosen your product over your competitors. Essentially, the more you know about the pain point you are solving for them, the better. This will help you understand who needs what you have to offer and target your ads to those specific people.

4. Target Your Customer’s Pain Points

Now that you have a clear goal, message and target audience, it’s time to pin down what your customer’s pain points are. How does your product or service solve your target audience’s problem or give them value? If your ad doesn't clearly state how what you're selling solves customers' problems, then prospects won't understand why they should buy from you. If this happens, there's no reason for them to engage with you further which means sales opportunities are lost. This is why writing compelling ad copy is so important. Think about what keywords or phrases will attract your target market’s attention and include them in ad copy whenever possible.

5. Optimize Headlines and Subheaders

Another excellent practice in writing miraculous ad copy is to optimize your headlines and subheaders. These are what truly convince your reader to either keep reading or take their attention elsewhere, so choose your words wisely. Include your keywords in your headlines and subheaders. Like ad copy, headlines and subheaders work best when they're packed with industry-related terms. For instance, "Get more leads from Google Ads!" might not be the most creative ad copy example of a headline ever written, but it's a clear and concise message that tells readers exactly what they can expect from clicking on the ad. The same is true of ad text: readers value honesty and transparency far above flowery language or weasel words like "industry experts swear by", which add nothing of substance to ad text (and will weaken your ad's CTR.)

6. Utilize the Emotional Anchor

When it comes to buying products, people don't usually buy on logic. In actuality, they buy from an emotional response. Therefore, it is vitally important that you write ad copy that stirs up emotion in your target audience. You can do this by appealing to their emotional needs of acceptance, status, appealing to the ego etc. Here's an example of ad copy that uses the technique of appealing to your audience's emotions: "Do you struggle with acne? If so, you NEED our brand new acne cream!" This ad copy appeals to a sense of fear by insinuating that not using this product could result in bad skin. It also uses words like "need" and "struggle", which creates the sense that something must be done about it immediately.

7. Keep it Personalized

Your readers want to feel seen and heard, and the best way to do that is by personalizing your ads. A study by Epsilon has shown that 80 percent of consumers will be driven to purchase when brands offer personalized content. To create personalized ads, speak to your reader as if they were right in front of you, using “you,” “your” and “you’re” as much as possible. Avoid writing in the first and third person as this will make it feel less personal and interesting to them. They want to know what your product can do for them, so have it come across that way. You can write in a more casual tone to accomplish this as well. This will make them feel like they are talking to a friend rather than getting a pushy sales pitch that has jargon they don’t understand. It is also important to consider where your audience comes across your ad. For instance, if you are posting your ad online, cater it to online readers. Online readers tend to scan to find information, so make your copy more readable by inputting subheaders and bullet points. Write between 40 and 60 words per paragraph so the text isn’t blocky and intimidating to read. And for the language, write the same way your customers would talk so they can resonate with your brand better.

8. Maintain Credibility

Credible ad copy delivers on what they promise. If you can’t realistically deliver, then you shouldn’t write it in your ad copy. More likely than not, your reader will be able to tell, and you can expect them to look elsewhere for what they need. So, be sure to clearly communicate the results they can expect from using your product or service. If you really want to convince them, add testimonials if possible. Just be sure the testimonials come off as authentic by showing a picture of the customer’s face or providing their name next to their quote. The more personal, the better.

9. Create a Sense of Urgency

To write ad copy that delivers results, you have to create a sense of urgency so your prospects will take immediate action. To do that, you'll need to convince them that they'll regret it if they don't. You can give them a deadline or find a way to communicate the exclusivity or scarcity of what you have to offer. Language like “limited time only!” or “exclusive offer” are great examples that have consistently shown great results. This will drive your readers to make an impulsive decision to buy as it plays on people's fear of loss or missing out on something in high demand.

10. Use an Appropriate Call-to-Action (CTA)

The call-to-action (CTA) of your ad copy is the final piece to your miraculous ad copy puzzle. It is the key channel in which the sales funnel for your prospect begins. This is why you must have a strong CTA if you want to generate more leads and conversions. A powerful CTA should be both clear and concise, as well as give an impression of what customers can expect once they click through. Begin your CTA with a verb. This is usually the main action that you want them to take. For example, “Sign up for our FREE webinar today!” clearly communicates what they want the reader to do. Your CTA can be a text link, or you can make it more visually appealing by incorporating it into a button or graphic. As long as it stays true and consistent with your brand, you can't go wrong.

Conclusion

As you can see, miraculous ad writing doesn’t have to be a strenuous battle for the throne. As long as you stay true to your brand mission, have a clear and compelling message and communicate that message in a personable and engaging way to your target audience, there is no stopping you. However, no advertising warrior becomes a king overnight; they often need the wisdom and guidance of somebody who knows all the hidden secrets to success— a wizard, perhaps? At Wizard of Ads®, we create ads for our clients that bewitch their target audiences. Whether it’s Facebook ad copy, google ad copy, PPC ad copy or Google ads copy, our formula for writing miraculous ads has been perfected from years of experience in the field and has proven to stand the test of time. Contact us today and we’ll create ad copy that turns you into a top competitor in your industry. Our team of advertising masters would be happy to help you generate leads and higher conversions for the highest profitable growth.